In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim,  founders of Omniscient Digital discuss various topics related to marketing. They start by exploring the idea that creating demand is not always effective for startups and small businesses, and it's often better to meet people where they are and provide solutions to existing problems. They also touch on the concept of creating a new category or terminology to differentiate a product or service.The conversation then shifts to the importance of understanding the dichotomy between creating demand and capturing demand, and the challenges of reaching customers at different stages of awareness. They discuss the role of educational content, the effectiveness of different marketing tactics, and the challenges of building a strong brand in the B2B landscape.TopicsCreating Demand vs. Capturing DemandCreating New Problems and DemandEducational Content in B2B MarketingThe Importance of a Cohesive Content ProgramContent Promotion and DistributionThe Complexity of Gartner ChartsBlaming Marketing for Core Business ProblemsThe Barbell StrategyThe Meetup StrategyThought Experiments and Looking BackwardConnecting with People on New PlatformsThe Shift Towards Niche CommunitiesShow LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/